A definite long-term growth strategy can be seen in the formation of new European headquarters. European headquarters enable companies to gain access to greater numbers of global markets, thus increasing the amount of potential customers. It is not uncommon to establish European headquarters in order to build up global links and to obtain new customers. European headquarters are able to extend a company's outreach in Europe, being of great benefit to customers. Many foreign customers prefer the availability of European headquarters to receive faster and easier customer service. Establishing European headquarters requires lots of planning, consequently firms should inform themselves before they start the process. European headquarters allow firms to direct their foreign business at site, being both cheaper and easier to handle.